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Course Overview
Discover how to drive customer engagement and reduce costs by implementing personalized, data-driven solutions with Marketing Cloud. In this 3-day instructor-led course, learn how to configure AMPscript functions, integrate data from Marketing Cloud Connect (MCC), simplify data segmentation with Data Cloud for Marketing, and automate data management tasks using Automation Studio. Explore foundational concepts for AI in marketing and examine additional Marketing Cloud features, including Marketing Cloud Personalization (MCP), Marketing Cloud Intelligence (MCI), and Einstein Marketing Insights, in order to deliver relevant, data-centric experiences that increase customer retention and optimize system performance.
Who Should Attend
This course is designed for experienced marketers who are responsible for designing data-driven solutions using Marketing Cloud.
Course Objectives
- Create interactive Marketing Cloud emails and landing pages.
- Configure various AMPscript functions. Engage with customer relationship management (CRM) contacts and sales teams using MCC.
- Navigate basic Marketing Cloud data segmentation functionality.
- Transform data in Marketing Cloud using Structured Query Language (SQL).
- Automate data management tasks with Automation Studio.
- Enhance cross-channel customer journeys with built-in Einstein capabilities.
- Simplify data segmentation with Data Cloud for Marketing.
- Identify how MCP capabilities can solve for common use cases.
- Review marketing analytics using MCI reports and dashboards.
- Leverage Einstein Marketing Insights to propose customer engagement improvements.
- Champion Marketing Cloud best practices to optimize email deliverability and org-wide asset management.
Course Outline
1. Marketing Cloud Emails and Landing Pages
- Discover CloudPages and Smart Capture Forms
- Configure Interactive Email Forms
- Create Custom Email Templates
- Compose Emails with Einstein
2. AMPscript Syntax and Functions
- Explore AMPscript Capabilities and Concepts
- Identify Functions and Resource Locations
- Configure Common, Add, and Update Functions
- Implement Exclusion Functions
- Incorporate AMPscript Using CRM Data
3. Marketing Cloud Connect Data Discover MCC
- Examine MCC Configuration Steps
- Connect Marketing Cloud Users to CRM
- Use Synchronized Data Extensions
- Create CRM Audiences
- Explore MCC Send Options
- Configure CRM Journey Entry Sources and Activities
- Review MCC Best Practices
4. Data Segmentation Strategies
- Understand Intentional Data Value
- Review Data Model Best Practices
- Source Data for Segmentation
- Connect Data for Real-Time Journeys
5. Data Automation
- Explore Data Integration Options
- Identify Common File Transfer Protocol Use Cases
- Automate Data Management Tasks with Automation Studio
- Transform Data Using SQL
- Review Filter and Query Activity Use Cases
- Discover Data Tool Options
6. Customer Journey Optimization
- Plan Customer Journeys
- Explore Journey Entry Options
- Identify Journey Channels
- Discover Journey Builder Einstein Capabilities
- Test and Update Journeys
- Review Journey Analytics
7. Data Cloud for Marketing
- Identify Connections Between Marketing Cloud and Data Cloud
- Discover Data Cloud for Marketing
- Explore Data Cloud for Marketing Features and Capabilities
- Examine Marketing Segments
- Simplify Data Segments
8. Marketing Cloud Personalization
- Explore MCP Capabilities
- Explain MCP Implementation Process
- List MCP Tools
9. Einstein for Marketers
- Discover Einstein Marketing Insights
- Review MCI Reporting Packages
- Understand Basic Marketing Metrics
10. Marketing Cloud Best Practices
- Identify Best Practices for Optimal System Performance
- Examine Email Sending Best Practices
- Compare Subscriber Preference Center Options
- Organize Marketing Assets and Folder Structure
- Explore Contact Exclusion Options